Australian ready-to-wear brand Zimmermann has launched an immersive brand space at Le Bon Marché in Paris, designed by Amplify Paris.

The 'residence' commenced at the end of April and will run until the end of August 2024. The 300-square-meter installation, located on the second floor of the department store, transforms the space into a 'beach club'. It was designed in partnership with Amplify Paris.

The interior design includes elements of lush vegetation, a sound carpet mimicking the gentle sound of waves, and a palette of natural colours with raw textures reminiscent of coastal features. Visitors can discover and purchase Zimmermann's Spring-Summer 2024 ready-to-wear collection. A photo booth to capture moments in a virtual beach setting will enhance the immersive experience.

"We were thrilled to go on this journey of collaboration with luxury fashion brand Zimmermann and we are really proud of the final output. We captured the essence of the brand and its Australian heritage, delivering a large-scale innovative design brand space that blurs the lines between retail and brand experience. This disruptive experiential space at Le Bon Marché offers customers a unique shopping experience that is both immersive and memorable." said Nico Daude, Managing Director, Amplify Paris.

Zimmermann was founded in 1991 by sisters Nicky and Simone Zimmermann and is estimated to be worth more than a billion dollars today. Amplify is a global creative agency, specialising in experience and culture, with hubs in Paris, LA, and Sydney.

The pair said the collaboration showcases a trend towards experiential retail, where brands are seeking to offer more than just products, but an immersive and memorable shopping experience.